Insights into organic wine consumption: behaviour, segmentation and attribute non-attendance

Abstract

Several studies have focused on the behaviour of consumers towards organic wine, finding varying and sometimes conflicting results. Some scholars have noted that consumers may perceive wine labelled as organic to be of a lower quality, whereas others have found that consumers are willing to pay a premium price for it. Starting from these discrepancies found in the literature, this study seeks to investigate how the organic certification influences consumers when purchasing a bottle of red wine, evaluating the possible presence of attribute non-attendance (ANA) behaviour. A choice experiment was carried out on a sample of Italian wine consumers. Findings highlight that although, on average, consumers do not prefer organic wine, there is a relevant niche in the market consisting of consumers who benefit from purchasing it. Moreover, we have found that the majority of the sample ignores the organic attribute when choosing a bottle of wine, which reveals ANA behaviour.

The Brand–Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study

“…The power of a brand thus allows a company to transfer the appreciation received in the past to the goods and services offered in the present, with all that follows in terms of preference and willingness to pay a premium price in order to purchase the goods/services distinguished by that brand [40]. This is also valid for wine; in fact, several scientific studies on the wine market have shown how the brand of a well-known winery or the name of a wine are a fundamental element for consumers in choosing a wine, not only for those less expert in (or having no knowledge of) wine, but also for more experienced consumers or genuine connoisseurs [10,36,37,39].…”

“…In the marketing literature, the degree of effectiveness of a brand is usually explained as the result of two categories of factors, denominated by the terms brand awareness and brand image [36,37]. The first term measures to what extent a brand is embedded in the memory of potential consumers.…”

“…It proves to be a useful tool, as it facilitates the evaluation of the individual attributes with which a given product is endowed. Finally, it simplifies the choice process and facilitates the identification of assets, both those that have already been experienced and those that have only been heard of [36,37]. The brand therefore represents a bridge between what the company has been able to do in the past and what it will be able to achieve in the future.…”

Expanding the PGI certification scheme as a marketing tool in the olive oil industry: a perspective on consumer behavior

“…Besides, extrinsic characteristics play a key role in the PGI EVOO preferences, especially the brand. It can be used by consumers as a proxy of several quality aspects, which is especially important in rapid-decision purchases, like all grocery purchases (Boncinelli et al , 2021; Cavallo and Piqueras-Fiszman, 2017). Furthermore, the role of brand also responds to another consumer’s need: a regional PGI product can be made by several EVOOs from the same region, which may have very different characteristics.…”

Governance for Sustainability: Patterns of Regulation and Self-Regulation in the German Wine Industry

“…The globally-rising interest in sustainable wine is reflected in the increasing market share of organic wine [62]. The German wine industry has witnessed a specifically large increase in the demand for organic wine of up to 23.9% of the market share in 2017, which is the globally-leading position [63].…”